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Maintaining close connections with journalists is an integral part of securing press mentions on behalf of your client. It can prove particularly frustrating, however, when you've reached out to a key reporter multiple times, only to receive radio silence.

It's important to accept the fact that journalists are inundated with email solicitations every day, and tailor your approach accordingly. Whether you decide to invest the time in writing a more personalized pitch, or offer them an exclusive on a breaking news story, you'll find that there is no "one size fits all" tactic when it comes to getting a reporter on the hook.

Below, eight agency executives from ForbesAgency Council share the tactics they use for engaging a reporter and cultivating a mutually beneficial relationship.

Editors see a newspaper as "holes to fill." The front of the publication might be long stories. Shorter ones go elsewhere. Events calendars might have three-word phrases or a sentence. A letter to the editor might be 200 words, etc. Look for the various holes in the newspaper and think of ways to fit each one. Newspapers do not have blank pages -- all the holes need to get filled every day. – Brandon Stapper, 858 Graphics

2. Keep at It, But Modify Your Approach

The old adage "If you always do what you’ve always done, you’ll always get what you’ve always got” is particularly true when pitching your business to the media. You've got to be open to changing your approach. The key is to keep at it, but modify your approach until you gain the attention of the reporter. Consider asking the reporter what he or she wants to write about and think about how you can participate. – Kristopher Jones, LSEO.com

3. Keep Connecting

Relationship building should be top of mind. Reporter not responsive? Okay. They’re still churning out articles. When something they write piques your interest, let them know you enjoyed it and start a conversation. Or send them suggestions of people they can add to their go-to list of experts -- whether they’re your clients or not. Be an asset beyond wanting to get your client on the front page. – Megan Smith, Brownstone PR

4. Shift Your Focus From the Past to the Future

Don’t take offense because the reporter doesn't immediately respond to your pitch; you may have a great story idea, but the writer’s editor may be pushing them to prioritize other topics. Sometimes writers can respond to a pitch weeks later. If you’ve done your homework and you’re sure you understand the type of stories they cover, send them another pitch a few weeks later on a different topic. – Jenna Gross, Moving Targets

There are many different reasons why a reporter may not initially take interest in your pitch, many of which may not have anything to do with your story idea itself. It could be the wrong time. Or there is other news at the moment that deems your story not a priority. The best way to re-engage is to create newfound relevance through a thoughtful and quick update, but without an "ask" at the end. – Steven Le Vine, Grapevine pr + Consulting

6. Try Another Angle

If a reporter is not responsive, it usually means they either weren't interested or had other more pressing stories to write. Follow their coverage, connect with them on social and when you have something new that might be of interest, reach out again. Always make sure you write personal emails that tell them specifically why you think they're the reporter to cover the story. – Lindsay Mullen, Prosper Strategies

If a reporter doesn't answer your pitch, it's usually because he doesn't find it interesting enough to write about or didn't open your email. To avoid the former, make sure that whenever you're pitching a writer, you take a close look at his interests and type of stories he likes to write about. If the latter is the issue, make sure to work on forming your relationships before asking for coverage. – Ayelet Noff, Blonde 2.0

8. Start a Conversation

Keep your pitches short and ask a question to see if you can get a reply. Once the reporter answers you, take the opportunity to start a conversation. – Leila Lewis, Be Inspired PR

Forbes Agency Council is an invitation-only organization for executives in successful public relations, media strategy, creative and advertising agencies. Find out if you qualify at forbesagencycouncil.com/qualify.